Reimagining Amazon Prime: A Cohesive Global Identity for a Household Name.
The Challenge:
Amazon Prime had evolved into a multi-faceted ecosystem—streaming, shopping, and beyond—but its branding lacked visual consistency and emotional resonance across global markets. The ask: modernize and unify the identity while maintaining the brand’s recognizability and broad appeal.
The Approach:
We conducted an audit of Prime’s visual presence across touchpoints, identifying fragmentation and missed storytelling opportunities. I led the development of a bold yet minimalist design system—anchored in motion, scalable iconography, and a refreshed color palette—that brought clarity and cohesion across product, marketing, and content. Not only did it need to stand alone, but it also needed to hold a strong connection amongst the 20 other sub-brands under Amazon's branded umbrella.
The Outcome:
The rebrand was successfully rolled out across global markets, streamlining visual communication and elevating brand perception. Internal teams adopted the system seamlessly, and user engagement metrics on key landing pages saw a 20% lift post-launch
Amazon Prime Rebrand
It's on Prime
For people with elevated expectations, looking to act on their variety of ever-changing passions and pursuits, without limitations.




Prime's Story in Numbers
1x
Strong & Consistant Voice
Not only did the voice aligned but it became stronger and more robust.
20%
Uplift post-launch
User engagement across landing pages post launch
6x
Cross discipline teams
The new journey was brought to life with 6 cross-functional teams
6mo.
From sketch to rebrith
Giving new life to a already adored brand was a massive feat.
And still going strong.

